SMBs: Do Groupon sales wreak havoc on your web analytics, too?
In a previous post, I wrote about how Groupon wreaks havoc on SEM. I can now add web analytics to that list.
How so? Groupon gets people interested in your brand. Lots of people. First, they see the deal on Groupon. Next they open a new tab (usually) and check out your site. But they won’t purchase while they’re there. Instead, they do their purchasing on Groupon’s site, which throws off many of your reports, including Visits to Purchase (a canned report found inside Google Analytics).
The same goes for Days to Purchase reports. This report shows how many transactions occurred within 1 day, 2 days, 3 days, etc., of first visiting your site. When offered such deep discounts, Groupon buyers have less incentive to redeem right away.
Speaking of redeeming, what’s the going rate for Groupon-deal redemption? 80% or thereabouts, right? Just another way Groupon messes with your web transaction reports.
There may be a solution to this problem: segment your visitors. Just create a custom segment where you can examine all visitors that did NOT come from the referring site www.groupon.com. That should work perfectly, right?
Wrong! Remember from my previous posts many Grouponers are intent on opening a new tab, searching your brand, and clicking your PPC ad? I am afraid there is no way to filter out Grouponers, or at least I haven’t found one yet. Thoughts?
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joeymuller posted this
